Why no one’s reading your blog (and how to fix it)

Top reasons why no one's reading your blog

So, you’ve gotten off your duff and you’re making an effort with your content, well done. You’ll be pleased you have. But, if you’ve been blogging for a little while you may be asking yourself why no one’s reading your blog.

Your putting in so much effort, you deserve to reap the reward. Here are the six most common reasons why no one’s reading your blog.

1. You’re not writing one

Okay, I know this is a bit of a “well, duh!” but bear with me.

A lot of people think they’re blogging, but what they’re actually writing are advertorials. If you’re doing this and not aware of it a big clue is if all (or most) of your blog posts are about your products and/or services or you as a business. No one is as interested in those things as you are.

Your blog should be providing helpful, valuable content. It’s not the right platform for self-promotion (at least not wholly, or mainly).

2. It’s brand spanking new

I totally get it. Creating good content is a lot of work, but it’s not as simple as writing the content and having people come to your site. It takes time to build a loyal following for your writing and business.

Keep putting in that effort and your following will build over time. It’ll all be worth it in the end.

3. You’ve written a wall of text

Readers on the internet are actually scanners. They’re looking for topics of interest and they’re not willing to read a big block of text to find it.

A big block of text is daunting. Readers are more likely to skip over it than read it.

Improve your posts readability by keeping paragraphs short. Break your text up by using subheaders and lists. These things will improve your posts scanability and help people find what they’re looking for.

4. You’re not telling anyone about it

Maybe you’re posting the link to your latest post on your Facebook page after it goes live. Maybe you even share it on your personal profile and that’s it.

That’s not enough, not nearly.

To get any traction on social media you need to be posting repeatedly. Post to groups, on LinkedIn, to Twitter. Tell your Instagram following that you’ve published a new post. Don’t forget your newsletter subscribers!

There are also services like Missinglettr will help you promote your blog posts over time.

5. Your writing is boring (or confusing)

Writing engaging content is the key to getting people to read your content. Poor grammar and spelling really do make your words hard to read, but they aren’t the only problems you may be running into.

A lot of people have great ideas, but struggle to put them into written words. If this is you there are a few options you should consider firstly, hiring a copywrter, or even taking a course or attending a workshop could help you learn to write compelling content.

6. You’re not answering your customer’s questions

If you’re writing the wrong content you’re wasting a lot of time and (possibly) attracting the wrong customers. Along with being engaging your content needs to be useful.

What questions do people have about your services and/or products? Your blog should be answering these questions so you don’t need to spend so much time fielding them in person.

It’s not only the questions that they ask either. What should they be asking? What do they actually need to know before working with you or buying from you? Answer those questions and you’ll be hitting a home run.

In conclusion

Not getting enough traffic to your blog is a common problem, so you’re not alone. By following the tips above you’ll improve your content quality and increase the number of people coming to your site to read it.

How blogging creates more leads for your business

blogging creates more leads for your small business

If you can’t afford paid advertising, blogging creates more leads for your small business.

Okay, here’s the deal.

You can grow your business in two ways. The first is by paying money to advertise, whether that’s through Google Adwords, on Facebook or privately. The other way is by paying with your time.

If you haven’t got the bucks to pay for ads you’re going to need to create another form of currency that you can use to attract buyers to your products or services.

That currency tends to come in the form of helpful, valuable content.

What you need to know before you start

Before you get down to the business of blogging, you need to know who you’re writing for.

Who are the people who buy from or work with you? Are we talking a 30 something business woman working out of a coworking space, or are they an elderly man with a serious health problem? You’ll write your content differently depending on who it’s for.

The second thing you need to know is, how you help them?

Maybe you’re a domestic cleaner spending your week cleaning other people’s messes. What does your service actually do for your clients? How does it make them feel?

People remember how you make them feel

So, how did coming home knowing that you’ve vacuumed the floor, cleaned the toilet and done the dishes make them feel? It’s the feeling that you want to represent in your content. To do this you might focus on offering organisation tips to help them keep their houses tidy or ideas for how they can enjoy the clean house feeling.

In marketing terms, these are the benefits vs the features.

The features of a clean house are a fresh bathroom or folded laundry. The benefits might be the relaxed feeling they get walking through the door on cleaning day.

Another example, you’re a Facebook ads consultant. The features of your service might be image selection and sales copy, but the benefits are improved reach and more sales.

People want to know what’s in it for them. Addressing this question in your content is key to building a team of raving fans.

How to get the most out of your blog posts

There are two ways your shiny new blog post can bring people to your site. Organically, using keywords via search engine results (SEO) or from social media.

Organic traffic

Each blog post should be written to give your people something informative or entertaining, but that doesn’t mean it can’t also contain a keyword (or phrase) to help you rank on search engines like good.

My cleaner might write a post offering some ways for working mums to keep their kids entertained on the weekends. Because she works with clients in Brisbane she might pick a key phrase like “places in Brisbane to take kids” she’d use this phrase in her title and at least once in the content of her post.

Using a key phrase lets Google know that this might be content useful to people searching for that, or similar, terms. There are other factors that go into search engine ranking including things like backlinks (links from other sites to yours), but creating quality, optimised content in the first place goes a long way.

Social media

This is the sort of traffic you get because you’ve shared your post on your personal profile, your business page or in groups. There’s a school of thought that says you should spend more time sharing your post than you do writing it.

Your posts to social media entice people to visit your site.

Posting to social media should bring people to your website

There are heaps of ways you can repurpose your post for use on social media. You can share the link outright, cut and paste useful tidbits. These useful bits and pieces will help people to start to see you as an authority in your field. Someone they can come to for advice or help and eventually to buy from.

Use your post to create a short video to share on Instagram. You could also turn your tidbits into graphics using free services like Canva.

But how does this relate to improved sales?

All things being equal, people do business with, and refer business to people they know, like and trust.
– Bob Burg

Know – Each piece of content gives you a new opportunity to reach out to new people and become known for the work you do.

Like – Each time you help someone with your useful content you’re making a connection and giving them the chance to like you (or at least how useful you are).

Trust – Because you’ve taken the time to show people how knowledgeable you are and helped them with their problems, people will begin to buy from you and want to work with you.

Using the all-important call-to-action below your post and in the sidebar, you can tell your readers what they should do next. Should they sign up for updates? Buy a bracelet? This is your space to show them what they can do next.

In conclusion

Blogging creates more leads for your business. It’s not immediate, but done well you’ll create an amazing tribe of raving fans who’ll promote you to their friends because you’ve shown yourself as knowledgable and helpful.

Learn how to blog for your business

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12 September 2018
9am – 1pm
WOTSO Chermside

The practical guide to creating a sales page that converts

If you're having trouble writing a sales page, this practical guide is for you

Creating a sales page that converts is hard.

A lot of work goes into them…mainly because no one really seems to know what they need to address in order to create a sales page that actually converts. To be fair, there are a lot of different ways to create a sales page that converts so it’s not hard to get confused.

In this blog post, I’m going to give you the exact method I use to create sales pages for my clients and it works for them. So, hold on to your hats and don’t forget to sign up for the free worksheet at the bottom.

An attention-grabbing headline

Sales page headlines can be tricky. You need to grab your readers attention, intrigue them and show them the result they’ll get because they’ve purchased your thing, taken your course or worked with you one-on-one.

That’s a lot of work for such a short sentence!

Show them you know how they’re struggling

Paint me a picture and do it with words.

Who will your service benefit and why do they need it? How are they struggling without your solution? Use the same words they use when they describe this problem.

You want people getting to the end of this section thinking “Oh. My. God. That’s me!”

How will they feel once they’re done?

In the same way, you did in the section above, make the solution real for them. How will their lives be better once they’ve finished your course or after they’ve worked with you?

Why is your service different?

Chances are, your ideal client has already tried something else to solve this problem and it failed. Why is your solution different? In other words, why should they believe working with you will yield actual results?

Introduce yourself

Who are you? What’s your experience, why should they listen to you?

For instance: After 3,000 years rolling that boulder uphill, Sisyphus is the world expert at making even the tiniest ledges support enormous weight.

Testimonial

Here’s a great spot to put your first testimonial. Ideally, this would be from someone who has worked with you on this specific thing before.

Introduce your service

NOW it’s time to tell them about your product or service.

I know you’ve waited a long time, but that was on purpose. If they’re still reading here’s it’s probably because they think your solution is for them.

Why should they care?

Because you’re solving a massive problem for them! (Tell them how).

Second testimonial

Well, a testimonial or a case study.

Case studies are great if you don’t have any testimonials. Pick someone you’ve worked with before, rename them and write about their problem and what you did to help the solve it.

Call-to-action

A call-to-action with pricing and a short wrap up of what you get goes here.

What do they get?

Spell it out for them. Remember to aim for benefit statements rather than a list of features (for instance a feature of my wallet is a change purse, but the benefit is that I can empty out my piggy bank and carry it all to the bank without dropping a coin).

If you’re selling a course, this is where you’d list your modules.

Remind them why you’re different

Of course, your service is different! You do something different from everything else they’ve tried. Maybe you offer one-on-one coaching to make sure each participant of your course implements the work. Or maybe you offer extensive training so your clients can actually use your solution. You might have even spent extra money to make sure the UX is foolproof.

Whatever it is, tell them.

So that’s how you craft a sales page that converts. Do I use every single point every time I create a landing page for a client? No.

Sometimes you’ll it’s just overkill (for a free opt-in or even a low priced offering), but for that big thing you’d be over the moon to have people buy, this is your go to.

If you’re not blogging for your business, you should be

As a small business owner, you’re swamped.

You wear a lot of hats and that doesn’t leave much time for “extra” stuff like blogging. The trouble is, blogging isn’t just a nice extra, it’s a must-do when it comes to increasing sales and becoming the go-to expert in your field.

BrightLocal recently polled local businesses and marketers and discovered that 98% believe you should be blogging at least monthly (if not more frequently).

These are the nine ways blogging can benefit your business:

  1. Positions the business as an ‘expert’.
  2. Helps website rank for more keywords.
  3. Improves rankings in search engines.
  4. Creates content for social sharing.
  5. Increases engagement with existing customers.
  6. Differentiates business from competitors.
  7. Helps to generate more backlinks.
  8. Helps to win new customers.
  9. Creates content for email marketing.

I get it.

You’ve spent a lot of time and money honing your craft and becoming amazing at what you do. Giving it all away seems counter-intuitive. After all, a lot of people are going to come to your blog to read and learn without paying you a cent.

Here’s the thing. These people are not your target market. They were never going to be.

Your people are the ones who look at your content and get the sense that you know what you’re talking about. Your blog makes them feel comfortable handing over a large chunk of change and the keys to their kingdom.

They’ve worked just as hard to build their business and they don’t want to let just anyone have access to it. Your blog gives them peace of mind.

They know that there are a lot of people who talk a good game, but really don’t know how to play. Your blog shows them that you’re not one of these.

The time you’ve spent researching and creating your blog posts show your people that you really do have the expertise to handle their job well. It helps them rationalise paying your fees.

How frequently is enough?

Unless you have a large team of content creators, blogging daily is unrealistic. It’s burnout territory, crazy talk. Don’t do it.

34% of people told BrightLocal that weekly was a good target.

32% said that multiple times a month works.

While 25% said they expect businesses to blog monthly.

For my money, I agree with this

“I feel that people put too much emphasis on blogging a certain number of times a month. Although it’s good to post regularly, there’s no point if you don’t have anything of value to share!”

Whoever said this is spot on. If blogging less frequently means producing better quality work than go for it. In the long run, it will be of more benefit to your audience than poorly created content posted more often.

Remember: You don’t have to do it all yourself. It’s not against the rules to hire a good copywriter or virtual assistant.